Meta is currently deploying a new feature called “link history”. Mark Zuckerberg’s company promises to improve the user experience while specifying that data will be collected for advertisers.
Meta is currently deploying the “link history” option for Facebook apps on iPhone and Android (web browsers are not affected). Meta specifies on this subject: “This feature is being rolled out globally and may not be available in your region.”
But what exactly is this “link history”? In concrete terms, the Facebook browser will record users’ activities. From pages visited to different clicks made, all activities will be documented and transposed into a history that can be viewed by the user. However, Meta specifies that “links viewed in Messenger discussions are not recorded in the link history.”
Initially, Meta assures that this feature aims to “improve” user experience and promises that you will “never lose a link again.” Thus, a user can go to the “link history” section at any time and check their activity on the application.
Secondly, Meta states: “Keep in mind that when activated, we may use the information from Facebook’s mobile browser link history to improve your advertising on Meta technologies.”
Yes, unsurprisingly, the link history aims to collect a multitude of information. This allows Meta to refine a user’s profile and sell precise data to advertisers.
Furthermore, this link history is enabled by default. It is therefore necessary to follow a few steps to deactivate it and then wait 90 days for this browsing history to be deleted. As a reminder, this feature is currently being rolled out.
A way to bypass regulations
For several months now, the European Union has been closely examining Meta’s practices, particularly regarding data collection. Last November, Meta’s use of personal data for targeted advertising purposes was outright banned in the European Union.
At the same time, Meta proposed a paid subscription for Facebook and Instagram to give its users a choice: either pay or accept that the company collects personal data. In other words, Mark Zuckerberg’s company wanted to show the European Union that it was willing to comply with the law.
Ultimately, as highlighted by the gadget media, the link history that Meta is currently deploying could be similar to the paid subscription for Facebook and Instagram. Meta would thus hope to bypass the various constraints now imposed on it through this link history, which would give users the option to accept or refuse tracking and data collection.
In summary, Meta wants to give the illusion of choice.
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